Everett Berry is a music industry student exploring a personal brand focused on bringing authentic street culture back to hip hop music. His goals are to land an entry-level A&R administration role, develop and create an image for a new artist, and eventually establish his own record label. He aims to educate artists on business aspects of the industry so they are not just a tax write-off for labels. Everett plans to network at industry events, create a podcast called "You Can Learn a Lot from a Dummy", and complete his music business degree to advance his career in A&R.

1. PERSONAL BRAND EXPLORATION
Everett Berry
Project & Portfolio I: Week 3
July 28, 2019

2. The eldest of 8 siblings, Everett Berry grew up in
Chicago, home of the infamous House, Juke and
Drill music. Music has shaped Everett
understanding, truth, hope, provided laughter,
parenting and healing. Everett wants to use his
authentic personality to develop and motivate
his artists to effectively create great musical
content for memorable moments for the music
listeners.
IDENTITY

3. PROFESSION
Potential Job Titles:
• A&R Administration
• A&R Scout
• A&R Executive
Guy Next Door Archetype - Helping
artists create a more honest and
real connection with the target
audience by sharing normal parts of
their life with them through their
music.
Artist & Repertoire Careers in The Music Industry

4. • DEMOGRAPHICS: 80% Female,
25-35 years old, Predominately
White, College Educated, Located
in West Coast.
• PSYCHOGRAPHICS: Enjoys
listening to music. Like to attend
concerts preferably Rock, and
Country.
• IDEAL AUDIENCE MEMBERS:
Sean Redher, Director of Recruiting
Operations (UMG), Peggy Huck, VP,
Talent Management (UMG)
Recruiters & Hiring Managers at Universal Music Group
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level A&R Administration at UMG.
‣Connect and send promotional emails to
Gautam Srivastava (Executive Vice President)
at UMG by the end of November of 2019.
Mid Term: (2025)
• Develop and create image for a new artist.
‣Coach, educate artist on finances, contract
signings, copyrights, distribution and royalties
by December 31, 2025.
Long Term: (2040)
• Establish a record label to create opportunities for up
and coming aspiring artist.
‣Save a total of $2 Million dollars and secure a
label partnership through big record labels by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
WordPress CMS 30%
Adobe Creative Suite 50%
Time Management 70%
Communication 70%
SOFTHARD
Accounting 30%
Time Management 70%
Professional Writing 55%
Communication 70%
SOFTHARD

7. Specializing in communication, I will provide
exceptional service to the business and
consumers.
PROMISE

8. CREDENTIALS
Work Experience:
• 1 year of Lyricist
• 1 year of Music Supervisor
Education:
• WordPress, lynda.com Certificate
• Music Business, B.S., Full Sail University (Exp. 2021)
Awards:
• Inducted into the National Society of
Collegiate Scholars
• Course Data Analysis Report Award

9. COMPETITION
Riley Hamm
Industry Experience:
• Have no experienced in the Music
Industry
Education:
• Music Business, B.S
Leadership Experience:
• Was Valedictorian in High School.
Skills and Proficiencies:
• Microsoft Excel - 6 endorsements
• Customer Service -8 endorsements
• Microsoft Office - 4 endorsements
Everett Berry
Overall Online Presence:
• 500+ connections, banner image not yet customized,
amateur headshot, lack of details throughout profile, no
articles published, inactive on social media, URL
customized
• Grade: Poor, 15 out of 100
Industry Experience:
• 1 year Lyricist
• 1 year Music Supervisor
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• National Society of Collegiate Scholars
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 2 connections, banner image not yet customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,,
URL not yet customized
• Grade: Poor, 20 out of 100

10. COMPETITION
Mvndy Rose
Industry Experience:
• 4 years Music Producer
• 2 years Social Media Marketer
• 1 year Songwriter
Education:
• Music Business, B.A.
Noteworthy Experience:
• Entrepreneurship - President of promotions company
for over 2 years with respectable clientele
Skills and Proficiencies:
• Social Media-23 endorsements
• Entertainment - 22 endorsements
• Music Industry - 20 endorsements
Everett Berry
Overall Online Presence:
• 500+ connections, banner image customized, polished
headshot, detailed profile summaries, two
recommendations,, URL customized
• Grade: Good, 70 out of 100
Industry Experience:
• 1 year Lyricist
• 1 year Music Supervisor
Education:
• Current student enrolled in Music Business, B.S. at Full
Sail University
Leadership Experience:
• National Society of Collegiate Scholars
Skills and Proficiencies:
• Microsoft Office - 0 endorsements
• Adobe Creative Suite - 0 endorsements
• Public Speaking - 0 endorsements
Overall Online Presence:
• 2 connections, banner image not yet customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,,
URL not yet customized
• Grade: Average, 20 out of 100

11. BRAND POSITION
Bringing the street culture back to Hip Hop
with relatable, inspiring and motivating
stories.
EVERETT “MANNY B” BERRY
Everett earned the nickname
Manny B back when he was 3
years. His father gave him that
name because he remembered
watching him recite Rapper’s
Delight.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Music Business Association
‣ Student Membership | Chicago Chapter
• Grammy U
‣ Student Membership | Chicago Chapter
• NY:LON Connect 2020
‣ January 15-16, 2020 | New York, NY
Digital Marketing
• Primary Content: est. podcast called “You Can Learn A Lot
From A Dummy” it's a 30 mins episode about music
professionals giving out knowledge and their experienced in
the music industry.
• Primary Tools: FB and Instagram - promote podcast through
30 sec. promo videos; LinkedIn - network with industry pros
and create a email subscription list highlighting some of the
podcast stories
• Website: Full Sail digital portfolio site to showcase school
work; Create blogs that give out knowledge for artists to better
understand the music industry and embed podcast episodes

13. PROFESSIONAL
DEVELOPMENT
Mentor
• Seeking senior-level A&R Executive, with at least 10
years experienced in the Music Industry. Jan. 2020
Formal Education
• Complete , B.S. by expected graduation date in 2020
Technical Skills
• WordPress 5 Essential Training - Lynda.com, Dec. 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Dec. 2019
• Join Music Business Association and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Dec. 2019

14. Everett Berry
Over the years a lot of up and coming artists
sign to a label with no prior knowledge about
the business aspect of the music industry. So
what I do is develop an artist. I educate an artist on
the importance of contract signings, finances budgets, copyrights,
distributions, royalties and publishing. In fact, I developed three artists who
are now starting to create a buzz and very business savvy in the music
industry. They understand the importance of conducting business and not
being another tax write-off to a label. Remember its 10% entertainment and
90% business in the music industry
“

15. REFERENCES
Hamm, R. (2019). Riley Hamm LinkedIn Profile. Retrieved July
28, 2019, from https://www.linkedin.com/in/rileyhamm27/
Rose, M. (2019). Mvndy Rose LinkedIn Profile. Retrieved July
28, 2019, from https://www.linkedin.com/in/mvndyrose/
Girl/Guy Next Door Brand Archetype - Kaye Putnam:
Psychology Brand Strategy. (n.d.). Retrieved from https://
www.kayeputnam.com/brandality-archetype-everyman/
Universal Music Group. (2019). Universal Music Group
Company Page on LinkedIn. Retrieved July 28, 2019, from
https://www.linkedin.com/company/professional-bull-riders-
inc./
Music Business Association. (n.d.). Retrieved from https://
musicbiz.org/
A&R Administrator. (n.d.). Retrieved from http://
getinmedia.com/careers/ar-administrator
Yglesias, A., & Yglesias, A. (2019, March 30). Make Music Day
Returns In June With Free Events. Retrieved from https://
www.grammy.com/grammys/news/international-make-music-
day-returns-june-its-21st-year-free-interactive-events